Embed Size (px)
DESCRIPTION
ADG is responsible for communications and outreach of a 5 county, 450,000 person regional planning process, sponsored by HUD. This presentation walks regional planning grantees through the process I took to rebrand and reshape the original message into one that resonates with current context and regional understanding.
Citation preview
WNC Livable Communities Initiative Rebranding Process
Land-of-Sky Regional Council
April 26, 2012 RURAL SUSTAINABLE DEVELOPMENT WORKSHOP: CRAFTING YOUR MESSAGE AND BUILDING YOUR RESOURCES
Consultant Team
• LandDesign, Lead Consultant
• Allison Development Group, Public Engagement & Outreach
• UNC Asheville’s National Environmental Modeling & Analysis Center, Scenario Modeling & Outreach
• The Little John Group, Housing
• BBP, Economic Development & Job Growth
• Martin Alexiou Bryson, Multimodal Transportation
• BBP, Energy & Natural Resources
Project OverviewWHAT
• Economic prosperity >> JOBSHOW• Existing plans and strategies
• Extensive public involvement• New ideas and real solutions WHO• Consortium to guide and facilitate
• Community to lead WHY
• So that Together, We Create Our Future.
Who are we talking to here?
What are we saying?!?
What’s in a Brand ?
Are we hitting our target?
Or, are we even on the board?
Original Brand: Message
•Missing one target in particular• Jumbled Message• Initiative and Livable
out of step with region• Lacking context
Original Brand: Logo
•Busy, Complicated•Multiple, competing
colors•Trying to be all things
to all people•The T-Shirt test
Targeted Branding
Who are we talking to here?
What are we saying?!?
New Brand: Message
• Collaborative• Regional• Contextual• Positive• We Mean Business!• Jobs & Economic Development
New Brand: Logo
•Colors = growth, prosperity, hope, optimism • Passes the T-Shirt test! •Clear & Concise•Flexibility in Design & Use >> the O
The many facets of the ‘O’• Representative of each core study area• Instant logo for the workgroups• Versatile in collateral materials
Economic Development
Housing
TransportationTransportation
Natural & Cultural ResourcesNatural & Cultural Resources
EnergyEnergy
HealthHealth
Land UseLand Use
STAY ON POINTCOVER YOUR BASES DON’T IGNORE THE ELEPHANTS
When you pivot…
Brand Integrity• Messaging & Talking Points
• Frequently Asked Questions
• Meeting Protocols
• Communication Tools
• Templates
• Graphic Standards
Brand Integrity
minding the elephants…minding the elephants…
Brand ManagementBrand Management
Brand ManagementBrand Management
Bottom Line It For Me
gro-wnc.org
Re-think your message through a Marketing Lens. Understand Context, Content and how it drives Communication. Be fearless in changing what isn’t working, BEFORE it doesn’t work. ALWAYS be ready to ADAPT and PIVOT and when you do… Stay on POINT.
Bottom Line it for Me
